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Agriculture was Ireland’s largest indigenous industry. Its agri-food sector was export-driven, with almost 90% of production exported. Bord Bia was the Irish government agency charged with the promotion, trade development and marketing of the Irish food, drink and horticulture industry. Bord Bia's CEO, Tara McCarthy, was shaping the government agency's new strategy amid a volatile socio-political environment (with Brexit and other cross-border trade issues) and in light of consumer trends in the macro food and drink industry.

Crop-planning was affected by macroeconomic factors including international disputes, commodity prices, local tax and agricultural policies, etc. Enrique and Alejandro Duhau, co-owners of the Duhau Group, analyzed these factors, as well as technical and financial aspects, as they planned their 2019/2020 production. The Duhau Group was an agribusiness holding with $112 in revenues for 2018. That year, the Group harvested 112,000 hectares, produced 46,000 liters of milk a day, and 64,000 cattle were fattened at its feedlots.